Power Point Poison
How Power Point presentations can poison your message and three
simple solutions
by
Doug Carter
“Oh, I already covered that!” said Karen as she turned toward the
screen at the front of the room. The Power Point slide was the
all-too-familiar cobalt blue background, gold headline, eight lines of
white text with the current idea highlighted while the rest were dimmed.
But, while Karen was fussing over her Power Point she was missing the obvious
fact that most of her audience hadn’t noticed that anything was wrong at all.
They had already lost interest long before and were no longer paying attention.
They were just putting in time waiting for Karen to get through her boring,
mind-boggling ritual.
They didn’t lose interest because the material wasn’t relevant to them! They
lost interest because the visual impact that is available in a well-done Power
Point presentation had been lost long before the workshop had begun. It was lost
in the construction of the Power Point presentation itself. As is all too
common, Karen had created her Power Point presentation for herself rather than
for her audience.
To ensure she covered everything she wanted to say, she created a slide for
nearly every thought. The end result was a Power Point presentation that
consisted of entirely too many slides. Nearly all of them violated the basic
rules for a great visual. I’m sure you recognize the pattern. There was the
title slide, then, as in an outline, each new concept or idea was listed one
right after the other, slide after slide after slide of text.
It took Karen longer to process her slides than it would have taken her just
to tell her audience what they needed to hear.
The result of her effort to appear technologically competent in her workshop
was that she actually sabotaged her message. Her participants suffered from that
glazed look of information overload. Their minds were slightly muddled. Their
energy was dulled. They didn’t volunteer answers to her questions. Her constant
use of text (written words) had put her participants into a trance…and they
showed it.
All of this could have been avoided simply by following a few simple rules.
Rule #1 You, the presenter, need to be the center of attention.
You want your audience to connect with YOU not with the screen. If your
relationship with the audience works, the details won’t get in the way. If the
relationship doesn’t work, the details won’t help. The more your audience
interacts and relates with you the more likely they’ll also embrace your ideas.
It’s about the relationship!
There are several ways for you to enhance that relationship.
- Remember that you yourself are an exhibit. What you wear and how you move
sends a powerful message about the importance of your topic.
- Use an overhead to create a visual “on the spot.” An example is to write
the participant’s answers to your questions. When you do this you get to
acknowledge the participant which builds your connection and relatedness. They
get to see their ideas being important. And, you have ongoing opportunities to
present additional information that relates to their answers.
- Getting the audience involved in interactive exercises accomplishes
several things. If the exercise is well designed your participants will
discover and retain more information through their experience than they ever
will by merely listening to you.
Remember, “information overload” is caused by having too many un-experienced
ideas.
Rule #2 Use a visual only when it can make the point better than you can.
Human Beings are visual animals. A picture really IS worth a thousand words.
But, what most presenters don’t realize is that a thousand words AREN’T worth a
picture. So, one visual consisting of a picture or diagram that shows the
relationship of ideas will be more powerful and memorable than an entire series
of slides with an ever increasing number of words.
There are two exceptions to this rule. The first exception is if you are
discussing something of historical importance. The second exception is if you
are discussing something of legal significance.
Rule #3 The visual needs to be completely understandable within 10
seconds.
If you have to explain what the Power Point slide means then it’s too
complicated. The ideal situation is for you to advance to a slide and have
everyone in the room get your point without you having to say a word. Now…that’s
a well designed visual.
In summary, a poorly crafted Power Point presentation poisons your
relationship with your audience. The purpose of the use of visuals is to ACCENT
your message rather than to BE the message. By following these 3 simple Visual
Rules you’ll improve your presence, strengthen your audience’s perception, and
increase your persuasion.
 Doug Carter, with Jenni Green, is the author of
Clients Forever: How Your Clients Can Build Your Business
(McGraw-Hill). A
sales professional and trainer for more than twenty-five years, he is the
founder and CEO of Carter International Training and Development Company.
Learn more at www.dougcarter.com or
dcarter@clientsforevercoaching.com.
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